Tom Nemacheck, executive director of the Upper Peninsula Travel and Recreation Association, marks three decades of transforming U.P. tourism from printed guides to digital storytelling and social media buzz.

Tom Nemacheck, executive director of the Upper Peninsula Travel and Recreation Association (UPTRA), recently celebrated 30 years of service — a milestone that reflects his enduring dedication to growing and promoting tourism across Michigan’s Upper Peninsula.

Founded in 1911, UPTRA was a groundbreaking collaborative effort among the 15 counties of the U.P. — a forward-thinking idea to market the entire region as one united travel destination. Since taking the helm in 1995, Nemacheck has continued that spirit of innovation, guiding UPTRA through some of the most transformative decades in the travel industry.

Over the last 30 years, Nemacheck has overseen the evolution of U.P. tourism marketing from primarily print advertising and the annual distribution of more than 300,000 U.P. Travel Planners to a robust, digital-first approach. Under his leadership, UPTRA has expanded its presence with a comprehensive website, targeted digital advertising and active social media outreach — all designed to connect directly with key visitor markets and showcase the natural beauty, adventure, historical significance and rugged character of the Upper Peninsula.

Beyond technology, his tenure is defined by strong regional tourism partnerships, impactful promotional campaigns and a deep understanding of what draws travelers to the U.P. Nemacheck knows what resonates — from unspoiled wilderness and breathtaking Great Lakes shorelines to internationally recognized treasures like Pictured Rocks National Lakeshore and Isle Royale National Park. Add in the region’s rich history and a wealth of year-round outdoor recreation, and there’s a compelling story to tell.

When Nemacheck joined UPTRA, this wilderness peninsula was primarily a few-day family vacation destination in the woods or by the water. Since then, hotels, restaurants, outfitters and attractions have invested millions of dollars to expand the U.P.'s appeal to the growing number of outdoor enthusiasts seeking thrilling adventures or relief from their stressful routines. 

“Whether it’s their first or their five hundredth visit, it always makes me smile when travelers say they’re coming back to explore more of this remarkable peninsula,” said Nemacheck.

Board of Directors President Cori-Ann Cearley reflected on Nemacheck’s 30-year impact on UPTRA and its hundreds of tourism members. 

“Tom isn’t just a leader — he genuinely believes in what we share with the world. He’s kept us adapting through every challenge, and his open-mindedness and courage to implement new marketing ideas is shaping how people discover the U.P., “ Cearley said. “Tom’s passion shows in the thousands of new travelers we welcome each year and in the generations who keep returning.”

As UPTRA looks to the future, Nemacheck remains focused on staying on top of the best ways to reach outdoor enthusiasts, spark their wanderlust and inspire them to find new adventures in the U.P. But he isn’t doing it single-handedly.

“From its beginning in 1911, UPTRA has been a collaborative effort — a unified voice for the entire Upper Peninsula,” said Nemacheck. “That united spirit has rung true for me since the day I started. The staff, board of directors and regional partners have gone above and beyond — not just in supporting me personally, but in working for the greater good of the U.P. and all of Michigan. I’m deeply grateful for these 30 incredible years.”

 

About UPTRA

Established in 1911, the Upper Peninsula Travel & Recreation Association promotes all tourism destinations and services in Michigan’s Upper Peninsula. Through its marketing efforts and information, this nonprofit organization helps to bring millions of visitors annually to the 16,452-square-mile region north of the Straits of Mackinac. It assists individuals and groups with planning their visits to the U.P.’s world-renowned wilderness, waterfalls, lighthouses, historic sites, islands, Great Lakes beaches and resort towns. For more information, visit www.UPtravel.com, Facebook.com/UPtravel or call 906-774-5480.